Using hashtags in TV commercials drives positive brand conversation. One study found that TV ads with hashtags had 42% more Tweets about the ads than those without hashtags.

Twitter users are less likely to change channels during commercials. In a different study, only eight percent of Twitter users tune away from TV ads, compared to 17 percent of TV watchers that aren’t on Twitter.

Twitter users are more likely to remember TV commercials. In the third study, Twitter users had a 53 percent recall of TV ads, compared to 40 percent for non-Twitter users.

Twitter knows that it’s the default “second screen” for TV viewers, but it’s also aware that Facebook is trying to push its way into the game, too, with things like the recent addition of trending topics on the web and videos ads in the News Feed. Look for more studies like this where Twitter aims to show advertisers — TV and otherwise — where it thinks the real value is in social advertising.

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Matt McGee joined Third Door Media as a writer/reporter/editor in September 2008. He served as Editor-In-Chief from January 2013 until his departure in July 2017. He can be found on Twitter at @MattMcGee.